Just over three years ago, Electronic Arts tackled the sports genre by announcing it had signed a multiyear exclusivity deal with the National Football League and the NFL Players,the players' union. Under the agreement, EA Sports' Madden NFLfranchise was the sole official licensee for the US' most popularsport, forcing rival 2K Sports to get creative with its own pro-football series.
Today, EA Sports announced that it has extended its contract with theNFL and NFL Players through the 2012 season. That means the RedwoodCity, California-based publisher will retain exclusive game rights toall NFL teams, stadiums, and player likenesses and information throughuntil the Super Bowl XLVII champion is crowned in 2013.
Though Madden NFL is its most famous franchise, EA Sports alsopublishes a variety of other NFL games, including NFL Street and NFLTour. However, part of the renewal agreement is to "look at differentways to bring more consumers in," according to EA Sports presidentPeter Moore.
One way Moore is hoping to lure more Americans into the Madden fold isthrough the incorporation of content from the NFL Films productioncompany and the NFL Network cable channel into the "Madden gameexperience." Other new EA Sports initiatives include a continuation ofthe "family play" option for Wii games, expanded investment in thewildly popular fantasy football phenomenon, and undefined initiativesto court football fans during the spring and summer months.
"Both EA Sports and the NFL agree that we need to look at differentways to bring more consumers in," Moore told GameSpot. "Traditionally,when the Super Bowl's over, our football business is over, and there'sresearch that shows there are millions of people out there that can'tget enough football 12 months a year."
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